4 Secrets to Succeed in the Super App Era: Brands, Prepare for Integration!

Super apps – all-in-one platforms that offer messaging, shopping, social media, entertainment, and more under one roof.

According to a report from Gartner, there are about 2.68 billion monthly active users of the top 15 super apps. Gartner also forecasts that by 2027, more than 50% of the global population will use multiple super apps daily.

Take WeChat in China or Grab in Southeast Asia, for example. These super apps are not just popular in their home countries, but they’re making waves globally, changing how we interact with businesses.

Brands, take notice! The super app boom is not just a mere trend; it’s a profound transformation in consumer behavior. To stay competitive in the market, you need to adopt the trend.

In this blog, I will talk about 5 tips a business can follow to succeed in an era of super apps. Let’s begin by knowing what a super app is and how it works.

What is a Super App, and How Does it Work?

As said earlier, it is a unified platform serving all needs of people from messaging, online shopping, payments, ride-hailing, food delivery, etc.

It is the aggregation of all the multiple digital services under one platform. These apps ease the user’s hurdle of downloading and switching between multiple apps.

WeChat was originally started as a messaging application, but today stands out as the perfect example of a super application. It is an all-in-one platform for several customer needs;

• Online shopping
• Food ordering
• Ride-hailing
• Money transfer

How Does the Super App Work?

Super apps are built on a modular structure, where each service offered by an app is treated as a module that is embedded into the main app. These services or modules can be easily added or removed based on the user’s demands.

Furthermore, super apps also use API (Application Programming Interface) to integrate third-party services into the application, saving the time and effort required to build a service from scratch.

Super apps provide a personalized experience, users can choose and install the applications useful for them. Each of these selected applications delivers a personalized experience.

Why Are Super Apps the Driving Force of Success for Businesses?

Super apps are not only driving convenience for the users serving all their needs in one platform. These applications are also creating opportunities for businesses to find growth.

Here are a few reasons, why a business should consider super apps for their success;

• According to Zippia, the average smartphone user uses around 30 apps per month. At the same time, the average number of apps used daily was around 9-10 apps. This shows the decline among people using multiple apps, fueling the growth of the super apps.
• Improves customer satisfaction and loyalty as the majority of people, especially millennials, prefer convenience. According to a survey conducted by Pymnts, nearly a third of super app users are convenience seekers.
• Super apps can also drive personalized experiences across the different services, which further improve the likelihood of customer satisfaction.
• These apps can collect more user data such as their behavior, financial information, feedback, etc. This data helps companies acquire a better understanding of customers, thus delivering a more personalized experience.
• Offering multiple services at a single platform improves the chances of embedded selling. A business can embed the relevant services together, so customers can purchase them together.

Tips to Succeed in the Super App Era

Navigate the era of super apps with unprecedented success for your business;

1. Identify your core value proposition and target market

Starting with the small, and growing gradually is a strategy that can be applied to any size or industry of a company.

What problems are you solving for your customers? The answer to this question will help you identify the core of your business.

How can your product or services solve those problems? The answer to this question will help you define the roadmap for attracting the target market.

The business should also identify their ideal customers, their needs, preferences, and more. Focus on these strengths and create a unique identity in the era of super apps. Acquire and retain customers who are looking for a specific value that you provide.

2. Personalize everything

As said earlier, Super apps usually generate more data allowing you to understand your customers at more granular levels. Use this understanding to deliver experiences that align with the interests of your customers.

You can use this data to segment your customers and create a detailed profile of them. This would help you know who your customers are, and what they need, enabling you to find ways to connect with them.

Technology advancements such as AI and machine learning can be employed to help you analyze customer profiles and deliver personalized experiences at scale.

Personalization can help you stand out from the competition, and build a loyal customer base in the era of super apps.

3. Capitalize on the power of partnerships

Establish partnerships with complementary brands within the super app ecosystem. Create co-branded mini-apps, shared loyalty programs, and cross-promotional campaigns.

This partnership will help you reach and access the new markets and segments you may not be able to reach otherwise. Also, it will boost your brand recognition and reputation as you’re associated with trusted brands.

4. Optimizing your user interface and user experience

Super app should have a user-friendly, intuitive, and engaging interface, so users can easily navigate through it. You can use the data and customer feedback to continually improve the user interface and experience of the super application.

You can also gamification, loyalty programs, or other special features that keep users engaged on your application.

Final take

The era of super apps is on us, and brands that stand on the sideline risk impertinence. Businesses should embrace this era with open arms to unlock a world of untapped opportunities.

As a digital transformation partner, Cyntexa stands out as the beacon of choice for businesses looking for ways to leverage the technology to upgrade their business to achieve success. Let’s schedule an obligation-free consultation session with us, and find out how we can help you navigate the era of super apps with success.